Tobi Elkin

Mobile devices accompany consumers everywhere throughout a busy day. Through mobile initiatives, retailers have unique opportunities to engage with consumers as they move through each purchase phase — whether they're in a store, in transit, at work or at home.

Retailers and consumer products brands have traditionally relied mostly on offline media and promotion to deploy shopper marketing programs that help drive sales, secure customer loyalty and encourage trial of new products. However, as digital media and technology have grown more pervasive in consumers’ lives, they play an increasingly significant role in decision-making at each phase of the shopping process.